Turning Questions into Clients: The Coaching Approach That Transformed John McGuire’s Business
When veteran advisor John McGuire asked a top producer what made him successful, he didn’t expect the answer to change his entire business. But it did. Discover how coaching helped John shift from a stuck investment model to a thriving, seven-figure holistic planning practice—and why the right questions matter more than the perfect pitch.
What happens when a seasoned financial professional feels stuck? For John McGuire—a Canadian Private Wealth Advisor with over 25 years of experience—the answer came in the form of a simple but game-changing question: “Do you have a coach?”
That question, posed by the top-performing advisor at a spring kickoff meeting more than a decade ago, would change the trajectory of John’s career and business. The coach in question? None other than Trent Fortner.
How It All Started
John had spent over a decade in the financial services industry, focusing primarily on investments. He was doing “just fine” -until he met the number one advisor at his firm. John took him to lunch to understand what made him the top performer, and he didn’t hesitate: “I work with a coach. That’s why I’m number one. You should talk to Trent Fortner.”
That lunch turned out to be one of the most profitable meals of John’s career.
Coaching That Converts
Despite being early in his insurance journey and working with limited funds at the time, John enrolled in Trent’s coaching program. Trent worked with him one-on-one, tailoring his advice to John’s specific goals and challenges. Over the years, John would dip in and out of the program depending on his needs—but the principles stuck with him for good.
“Trent 10Xed my business,” John said. “He taught me how to ask better questions, how to find the client’s real problem, and how to provide meaningful solutions. Insurance isn’t just a product—it’s the heart of a financial plan. That’s something Trent helped me truly understand.”
From Investment-Only to Holistic Planning
Inspired by Trent’s coaching, John shifted away from strictly investment-based services. In 2016, he sold his book of business and began focusing exclusively on holistic planning—strategies that encompass tax, retirement, estate, and risk management, offering his clients true value.
Today, his average case involves over $50,000 in annual premiums—and he’s currently working on a case with a $500,000 annual premium. “In the last four years,” he says, “I haven’t had a year under $500,000 in income. This year I’m on track to hit over a million—and I haven’t even done one-on-one coaching with Trent in a while. That’s the staying power of his coaching.”
The Fortner Formula: Questions > Presentations
One of the core lessons John learned from Trent? It’s not about how much you talk—it’s about the quality of the questions you ask.
“Clients don’t buy unless they understand there’s a problem,” John explained. “Trent taught me to uncover the real issues. His method isn’t about convincing—it’s about helping clients discover. That changed everything.”
John also credits Trent’s Mastermind events in Nashville for expanding his network and deepening his knowledge. “Every time I went, I learned something new. And being around other top producers motivated me to keep pushing forward.”
Looking Ahead: Legacy, Leverage, and Longevity
Now mentoring a junior advisor, John is re-entering the investment world, this time from a place of total confidence and clarity. He’s getting his securities license back to offer complete, integrated solutions to his clients—insurance, tax strategies, investment advice, and more.
He’s also thinking long-term about legacy. “Intergenerational planning is where the future is. If you’re not working with the next generation, you’re at risk of losing the relationship altogether,” he said.
Why Coaching Still Matters—Even at the Top
Even with a seven-figure income, John plans to rejoin Trent’s one-on-one coaching program later this year.
“Look at pro athletes. Even when they’re number one, they still have a coach. You need someone to keep you sharp, challenge your thinking, and help you grow. That’s what Trent has done for me.”
Final Thoughts
John McGuire’s story isn’t just about revenue growth—it’s about transformation. From a solid but stagnant career to a powerhouse practice fueled by clarity, confidence, and conviction, John’s journey proves that the right mentor can make all the difference.
Interested in Experiencing a Similar Breakthrough?
Explore Trent’s 2025 programs. Take your practice from plateau to powerhouse—just like John did.